Brand loyalty may be a thing of the past, as consumers make more and more buying decisions based on recommendations they find online. Certainly, online shopping habits are having a big impact on the consumer’s journey and shifting marketing processes in the beverage industry.
But nonetheless – in our mind – branding is just as relevant today as it ever was.
We know the beverage market is tight, and you’ve got to stand out in the crowd to earn the loyalty your brand deserves. Not so easy though. When it comes to craft beverages, for example, competition is stiff and you need to work harder to keep your clients. And herein lies the real challenge: Online shopping really and truly has affected customer loyalty. The abundance of reviews online and the fact that consumers can easily search for discounts means that most of us generally opt for whatever’s cheapest.
The solution lies in developing strong branding that takes into account current trends and consumer preferences: If you have a solid brand, you’re set. If not, consumers will buy whatever saves them a buck. This means that successful branding is key; how customers perceive your company, how they feel about your craft beverage, and whether they view you as providing something different from other available products.
Branding is your best bet in getting the word out about how amazing your craft beverages really are. And branding your products early on helps take your business to the next level – accelerating your success in the industry. As pointed out by Forbes, “The Pareto Principle states that 80% of your company’s future revenue will come from 20% of your current customer base, making it imperative that you focus on creating loyal, repeat customers that will continue to frequent your business.”
But how do you develop good branding for a craft beverage? Indeed, this is the ‘question of the hour’, and we’re providing the tools to unpack how this can be easily and effectively accomplished.
1. Create a High-Quality Craft Beverage
It’s obvious. Right? You need to offer a great craft beverage if you want customers to be brand-loyal – a drink that’s undeniably delicious and meets their expectations in terms of other factors, from taste to price and lots more.
But even if it’s obvious, it’s worth stating this again: Both your product and customer service absolutely need to stand out as excellent. A great product means many things, from in-depth research and development to consistently high-quality ingredients. If people know they can count on you for good quality – they’re likely to come back.
EventBrite points out that something as seemingly peripheral as having brewers in your taproom and at events to educate everyone about their drinks can make a big difference. In other words, offering superior quality isn’t limited to the product itself, but also to every aspect of the service you provide.
2. Develop a Strong Brand Story, Message, and Personality
Provide a story that consumers can get attached to – emotionally.
By developing a message that conveys what your craft beverage represents – and a personality with traits that make your product unique – you create an emotional “hook” that engages your audience, drawing customers in.
RC Cola International draws upon its authenticity and all-American appeal to promote its craft cola, Royal Crown. With the long-standing history of RC Cola – a drink produced in the same place for 114 years – Royal Crown is branded as a wholesome American southern cola. The brand evokes images of a bygone era, and a period when time slowed down to enjoy the simple pleasures of life.
A strong message, based on a real brand story that aligns with customers’ emotions and memories, are fundamental to building beverage loyalty.
3. Build a Successful Growth Strategy
A solid brand growth strategy that addresses some of the initial obstacles and challenges can help you significantly – as you focus growth efforts around a unique, relevant, and strong value proposition.
When you consider what to offer customers, think about how you can provide value – to give them something they definitely want and care about. Study their personas: What is it that drives them? What are their concerns and desires? The goal is to understand your target audience and why they want the product, then customize your offerings to meet their needs.
Part of this involves communicating effectively. As recommended on Forbes, let customers know about new beverage products and developments in the company, and let fans feel involved. Don’t forget to show appreciation for their business – and solicit feedback, asking their opinion. Keep customers posted about what to expect next, increasing engagement and building momentum.
4. Make Your Craft Beverage Easily Available
If people can’t find your brand easily – it’s not where they normally shop – you won’t be making a lot of sales.
Make sure your product is readily available where your customer base tends to hang out so that it’s easy for them to make a purchase. Some craft beverage products are only available in a small number of stores, making it hard for people to find them.
5. Create a Unique Visual
With so many craft beverages in the market, it’s important to stand out with fresh and catchy packaging and design that encourage consumers to pick your product over that of your competitor. Packaging and design require careful attention – and should consistently convey your brand’s story, message, and personality.
Make sure the packaging and design are geared toward your target audience. For example, in the Czech Republic, RC Cola International sells Royal Crown in a glass bottle presented on a tray – a unique package that stands out among the other products.
6. Have Your Brand Be in the “Permanent Consideration Set”
One of the goals of branding is to increase loyalty – so customers return to your product again and again. This requires following through on all of the components of branding mentioned here – implementing everything from high-quality product and service to packaging and design.
Push your brand into being in that set of beverages that are beyond the “consideration stage” – making sure you’re positioned in a place where consumers are ready to buy your craft beverage product, and interested in trying new flavors no matter what. If your branding is consistent and on target, and if it supports the high-quality, great taste of your product, you’ll move yourself out of the “Maybe I’ll try that product one of these days” consumer space to the place where you really want to be – “But of course! We’ve just got to have one of those!”
7. Make Your Brand “Variant Ready”
Innovation keeps customers interested and coming back. Experiment with new ingredients and brewing techniques, and offer special brews for specific seasons and special occasions.
You’ll want each new variant to look unique, but to still be connected to the main brand – so your customers will realize it’s from the same brewery. To accomplish this, keep a combination of elements consistent, yet differentiate each new product by changing some of the other elements.
It’s About Greater Beverage Brand Loyalty
Branding your craft beverage early in the business process can help you accelerate your success.
RC Cola International has had extensive experience with how to leverage branding, and has seen how - by launching Royal Crown with strong branding - contributed to Royal Crown’s success. Moreover, RC Cola International’s branding has helped penetrate new markets and increase its market share.
Developing strong branding is what makes customers view your craft beverage as different from the other products that are available – and it keeps people coming back for more.
